The Internet has taken on a life of its own, and the innate nature of human beings to herd together got the better of us. The rising dawn of social networks and social media has blinded us, and business owners now have more variables to consider than ever before. "To optimize or not to optimize" is a question of the past. In today’s day and age, the more frequently asked question has become "to socialize or not to socialize". The answer is elementary as Sherlock would say, but is it? Is the answer simply to optimize and socialize? In order to truly understand the opportunity presented by search and social media, we need to start with the decision makers. We are not speaking about business owners here, but rather it is consumers that rule these realms!